The Great Coffee Wave Of Vilnius

12/20/2012

Hopefully you’re reading this and a great wave hasn’t destroyed our coastal cities and the world hasn’t come to an end. But if it does, I hope you had a great cup of coffee this morning, the Mayans never even had the chance to taste it.

However, one civilization that does have a taste for coffee are Lithuanians, who I had the tremendous pleasure of meeting several this past weekend. Coffee Inn, Lithuania’s largest specialty coffee chain, has over 20 locations throughout the country and plans for many more. While I’ve yet to visit one, they roast their own single origin coffees and brew them with Hario V60s alongside a full espresso menu.

Last month, the company released this great ad, inspired by Hokusai’s famous woodblock print “The Great Wave Off Kanagawa,” for a campaign introducing the flat white to Lithuania. A quite poetic way of illustrating the message of “less milk, more coffee” to woo latte drinkers away from so much dairy.